Remembering the Roaring ‘20s

The History of the 20s

The Roaring ‘20s began at the end of World War II and ended with the Great Depression (1920-1929). It was a period of sustained economic prosperity, dramatic social rebellion and political change. Old values were overturned and woman felt liberated and empowered. It was a time of celebration, cultural civil war and consumerism.

The New American Woman

The 1920’s woman embraced new fashions, personal freedom and challenged the traditional role of women. Many attended college, worked in a white-collar job, voted and were less conservative.

The flapper, a new kind of woman, was born. She was young, rebellious and liberated. She drank, smoked, voted, danced, cut her hair in a short bob, wore short skirts & makeup, was fun-loving, had casual sex and took risks.

Woman could now own property and land.

Beauty & Fashion

Hairstyle – Women welcomed short haircuts such as the Bob, the Eton Crop and the Shingle Cut often sporting finger and Marcel waves or cropped curls.

Makeup – In the past, makeup was frowned upon and those who wore it were considered harlots. This attitude towards makeup changed drastically. In the 1920s, every pharmacy and department store had a makeup counter and women were eager to try the latest lipstick and powder. Kohled eye shadow, eyeliner, plucked eyebrows, and rouge applied in circles on the cheeks & knees were fashionable as well as outlined cupid bow-shaped lips.

Women’s Fashion – Women gave up their whalebone corset for comfortable clothes that were soft, sleek & clung to their curves. Light low-waisted, shorter dresses with pleats, gathers or slits (the flapper look) allowed women to kick-up their heels. Women wore flashy evening attire, comfortable sportswear, the boyish Garonne look and working woman wore tailored suits. Ankle length skirts were popular between 1923-1925. It was common for women to change their outfits based upon the time of day and activity.

Trends – The latest trends in beauty & fashion were promoted in magazines & movies. Young woman were eager consumers.

The Economic Boom

Laissez-faire was the economic policy.

New import taxes increased the cost of imported goods encouraging Americans to purchase items made in America.

The economy soared as the manufacturing of consumer goods increased. The average household had a radio, washing machine, refrigerator and a vacuum cleaner. For the first time, people were allowed to buy automobiles on credit increasing the number of cars on the roads.

The gross domestic product rose from $687.7 billion in 1920 to $977 billion in 1929 and the stock market increased by 20% a year.

Social Changes

The 19th amendment to the Constitution is signed into law giving all women the right to vote.

Prohibition of alcohol began when Congress ratified the 18th Amendment banning the sale and manufacture of intoxication beverages. All taverns & saloons were closed encouraging illegal speakeasies, bootleggers & organized crime to emerge.

After the war, many young Americans began to challenge the traditions of their parents. The times were defined by cultural civil wars between new women and old-fashioned family values, blacks and whites, Protestants and Catholics, and city dwellers and small-town residents. Radios brought different ideas & views into their homes

Urbanization increases. For the first time, more Americans lived in urban towns & cities than rural farming communities.

Americans had more leisure time thanks to affordable household appliances which reduced the time it took for daily chores. People spent more times at sporting events, dance clubs, and movies.

The Jazz Age inspired a new dance craze. The Charleston, the Black Bottom, the Shimmy, Turkey trot, Cake walk, Bunny hop, the Lindy Hop and the American Tango were popular. Dance Marathons were born.